Flashcards on Digital Marketing and Brand Growth Strategies
Digital Marketing & Brand Growth Strategies: An SEA Guide
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Marketing Strategy
33 cards
Card 1
Question: What is market segmentation and why is it used in marketing strategy?
Answer: Dividing the market into distinct groups of consumers with shared characteristics so companies can tailor products and marketing to better meet each g
Card 2
Question: Name four demographic variables commonly used for segmentation.
Answer: Gender, age, lifestage, and income.
Card 3
Question: How should marketers treat gender in segmentation?
Answer: Recognize different purchasing habits across genders, avoid assuming everyone conforms to one gender role, and note many campaigns still target men or
Card 4
Question: Why can age alone be a limited segmentation variable, and what is a better alternative?
Answer: Age alone may not capture consumer needs; lifestage (e.g., single, newly married, new parent, widowed, remarried) gives a more precise view tied to li
Card 5
Question: How does income influence consumer spending patterns?
Answer: Lower income customers focus spending on necessities, while higher income customers are more likely to spend on luxuries.
Card 6
Question: What are psychographics and which AIO elements do they include?
Answer: Psychographics describe consumers’ activities, interests, and opinions (AIO) and are combined with demographics to better profile consumers.
Card 7
Question: What is geotargeting and how do retailers implement it?
Answer: Geotargeting is marketing within a geographic area using tools like smartphones’ GPS and digital ads; it can be combined with demographic and psychogr
Card 8
Question: What is PRIZM in the context of geodemographic segmentation?
Answer: A system with 68 U.S. market segments that uses ZIP codes to identify relatively uniform neighbourhoods of similar people.
Card 9
Question: What is benefit segmentation and give an example from the fitness industry.
Answer: Segmentation based on the advantages consumers seek from a product. Example: fitness customers split into Winners (like to exercise), Dieters (lose we
Card 10
Question: What is usage segmentation and which analysis method is mentioned?
Answer: Segmentation based on usage or purchase history to create clusters and target them with specific programs; RFM (Recency, Frequency, Monetary) analysis